Generally my thinking goes through phases. What I wrote about a few months ago I may now disagree with.And my thinking at the moment is about feeding communities content. They don't have to be large communities, and any brand with any budget can get on it. Look at these three examples...

Redbull are the new sponsors of some Citroen release. Today they attempted to run a bit of a joint event on campus. Free Redbull, Citroens on display, music and an Xbox to play with.
Redbull is a perfect brand to promote to university students. The Generation Y targeted product works particularly well with the Redbull Girls.
Citroen is not. Why would you attempt to sell cars to university students? I don't even buy they idea they were trying to "plant the seed". I actually groaned when I saw the sales man wearing a suit....